Types of Research

Typically, desk/secondary research is commissioned first, in order to assess what is already known about the subject in question – there is no point spending money on new research if answers to many of your questions are already known.

Then fully-probed qualitative research is commissioned (eg using focus groups or depth interviews) to understand the range of views, opinions, and feelings towards the issues you need addressed.

Lastly, quantitative research is commissioned to provide statistically-robust evidence on which reliable decision can be made.